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Breadcrumbs are usually integrated in the site template. You can also add links in product descriptions when relevant. But you might want to A/B test it, to make sure it doesn't hurt your conversion rate. If you use Wordpress, you can use this breadcrumb plugin by Yoast: http://yoast.com/wordpress/breadcrumbs/

Ah right - OK then. With regards to data coming back from SEOmoz's crawler, I might be tempted to ask them what it is seeing. I should really have a look at this myself because I haven't yet.

Searchmetrics will do that